Masters Session: Advanced Content Strategies

Learn how the most innovative social brands are building robust content strategies with diverse content assets. From user generated content to native advertising to custom social campaigns, discover how to orchestrate a steady cadence of winning social content to drive engagement and achieve social success. Thoughts from Campbell's Emily Williams, Bazaarvoice's Alan Godfrey, Social@Ogilvy's Rachel Caggiano, and Spredfast's Kelly Ferraro.

14.
THE STORY BEHIND
BP TEAM USA
Rallying The Country To
Support Our Athletes

15.
THE CHALLENGE
Support US Athletes
Amidst Tough Times
At the 2010 Winter Games in Vancouver, BP announced its
partnership with the US Olympic Committee. Just 64 days later,
a tragic accident happened in the Gulf of Mexico, and made
BP’s Olympic participation seem like an impossible dream.
Many people argued that BP should not participate in the
Olympics, but the brand’s commitment to the US athletes was
as unwavering as it was to restoring the Gulf.
How could BP demonstrate its commitment to athletes and the
Olympics in the right way?
Workers use steam to clean oil from the rocks on a jetty in Gulfport, MS

16.
THE IDEA
BP applied all of its lessons about community-building gathered during the crisis to the task of building BP Team
USA. BP decided to tell the stories of 9 athletes–Olympians and Paralympians–who overcame adversity, strived
for excellence, and personified respect for ―one team.‖ These were character traits that personified BP at its best.
To build support and excitement for each athlete on their journey to the Games, BP built a community to cheer
them on. It began with friends and family and added new members through deep listening and insights. BP
sustained that community and built relationships by allowing fans to be a part of what they really cared about:
getting up close with the athletes on their journey to the Games.
The athletes were brought directly to the fans through many personal, compelling stories that laddered up to a
single narrative—the story of 9 courageous athletes.

18.
Building a Community through Storytelling
BP knew it needed an evolved approach to storytelling, one that took
into account the media habits of its always-connected and curious
―Olympic enthusiast‖ audience.
BP created a narrative that lived across paid, owned and earned
media; across mobile and PC; across social and broadcast; on
athletes’ personal pages and on those of media partners like Time
and Sports Illustrated.
The Olympic Games is the world stage where the human spirit is
celebrated–in glorious triumph and in graceful defeat – as well as
where marketing can cheapen the dialogue.
BP wanted to build authentic relationships between athletes and
fans through more than just advertising. Getting to know the
audience and what they found valuable allowed BP to create
engaging content and delightful experiences.
BP brought fans behind the scenes so they could get to know the
athletes personally. Emotional videos, entertaining infographics,
dynamic photography, fervent biographies, newsworthy articles, and
an augmented reality application transported the fans into the lives
of the athletes—from their first days of training all the way to the
London Games.

19.
Emotional Stories
From their hometowns to the Olympic
Trials, hundreds of emotional videos told
the stories of the athletes’ journeys–what
inspired them and what it took for them to
become one of the best in their sport.
With every view, the connection between
athlete and fan became stronger. Support
grew. Excitement multiplied.

20.
Immersive Digital
BP crafted an immersive digital
experience to bring the athletes to life.
The design pulled fans into a dynamic
and engaging environment optimized for
web and mobile so they could engage
more deeply in real-time and wherever
they were.

22.
All-Access Facebook
The BP Team USA Facebook page gave Olympic enthusiasts an
all-access pass to the athletes. Fans could directly connect to the
athletes through live-streaming chats. And because the athletes
were ―fans‖ of the page too, audiences could see them reacting to
a video of themselves and join in conversations about how much
their fans’ support meant to them. Fans got exclusive content
they could share with their own social circles, allowing them to
cheer on the athletes every step of the way.
During the US Olympic and Paralympic Trials, live status updates
captured through Instagram were posted to BP Team USA’s
Facebook and Twitter pages to give fans exclusive coverage and
provide compelling behind-the-scenes imagery.

23.
Athletes’ Social Graph
After social media training sessions, the athletes
enthusiastically shared content on their own channels with their
own social circles—from their websites to their personal
Facebook pages. By harnessing the power of their existing fan
base, they extended the reach of their stories and grew the
community even more.

24.
THE RESULTS
Growing the Community,
Fueling Connections
263,000+ fans
42,000+ interactions
263M+ impressions
Awareness of BP’s Olympics sponsorship reached 18% among target
audiences–the number tripled since the fall of 2011 when the program
began and surpassed other major USOC partners including Citibank
(14%) and BMW (7%).
Perception of the BP brand took a huge leap upwards, from a negative
2.6 before the Games to a positive 5.9 during the Games–the second
largest leap of all major Olympic sponsors besides Visa, according to a
YouGov poll.
190+ videos
1.8M views
Sentiment of fans was overwhelmingly positive. Facebook interactions
were 82% favorable, and the earned value of these interactions reached
over 39 million people.
A Lolo Jones post celebrating her fourth-place finish in the 100m hurdles
garnered the most engagement of any post by a USOC sponsor, with
91,000+ ―likes,‖ 2,300+ ―comments‖ and 1,300+ ―shares.‖
7 Gold, 3 Silver, 1 Bronze and 3 world records. 9 local American heroes.
35,000+ followers